We put 20 Canvas Blaze phones up for download on our micro-site www.downloadsmartassphone.in

To be among the first twenty, people had to share their download progress. The more they shared and tweeted, the faster their download progressed.

We constantly monitored participants’ progress and waited outside the homes of the leaders. Those who reached 100% download, actually got it hand-delivered, the exact moment their download was complete.

The campaign used multiple platforms to maximise its impact. Starting with the teaser campaign on twitter, the micro-site that was intelligently linked to social platforms and the offline finale where we hand-delivered the smartphones.

Our website www.downloadsmartassphone.in got over 3 million hits in 72 hours. We had over 100,000 active participants who actually attempted to download the smartphone. The conversations and the campaign ended up receiving more than 30 million page impressions and 15 million timeline deliveries through shares and tweets. And it all resulted in 56% of Canvas Blaze phones being sold out in the first two weeks of the launch. We couldn't expect 20 smartphones to deliver a better ROI.